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The Professional's Guide to Financial Services Marketing isdirected to any financial services professional–fromindividual representatives to executives of large financialservices companies–who is looking for better ways to createthe relevant marketplace differentiation and competitive advantageneeded to increase productivity and profitability. The purpose ofthis book is not to provide a how-to manual, but rather to offerpractical information, examples, and thought-provoking tips thatprovide ideas and insights that will enable financial servicesprofessionals to improve their own marketing approaches and achieveambitious marketing goals. With examples drawn from basic marketingapproaches and successful consumer marketing, this book provides afresh perspective on a variety of marketing issues that can make asignificant difference to corporate success. less